大学出版社微博传播分析及发展策略  

The Communication Situation and Development Strategies of University Press in Microblogging

作　　者：王丽丽[1] 顾广欣[2] 

机构地区：[1]浙江理工大学文化传播学院,杭州310018 [2]宁夏大学新闻传播学院,银川750002

出　　处：《出版科学》2016年第5期87-90,共4页Publishing Journal

摘　　要：网络媒体尤其移动媒体的发展对传统出版业带来很大的冲击,通过社交媒体进行品牌传播树立与提升出版社的品牌形象已经成为其发展的必由之路。本文将研究对象集中于大学出版社微博,采用内容分析法与回归分析法探究其微博传播的现状以及传播内容的类型、丰富程度、互动性、微博发布数量以及出版社自身的实力等因素对其粉丝量与好友数的影响,最后基于以上视角提出大学出版社的发展策略。The appearance of new media has a huge impact on the traditional publishing industry. Brand communication through social media has become the only way of its development for the press. This article wilt focus on the university press. The method of content analysis and regression analysis is used to explore the current situation of its communication on micro blog and the influence of factors on its amount of fans and friends, such as content type and media richness. The development strategy of university press is made based on the above perspective.

关 键 词：大学出版社 微博 系统启发式加工模型 发展策略 

分 类 号：G235[文化科学]